The powers that be at U.S. Immigration and Customs Enforcement are planning on a massive recruitment drive in 2026—but the people they’re hoping to attract aren’t your typical feds.
The deportation agency has earmarked $100 million for online advertisements over the next year, hoping to draw gun rights advocates and military enthusiasts into their ranks, according to an internal document obtained by The Washington Post.
The agency’s so-called “wartime recruitment” strategy involves a massive hiring spree that aims to take on as many as 10,000 new officers across the country. To do so, ICE is coordinating a sprawling social media campaign to target people who have “attended UFC fights, listened to patriotic podcasts or shown an interest in guns and tactical gear,” reported the Post.
Some of that cash will be directed towards advertisements on Snapchat and the conservative YouTube dupe Rumble, while other portions of the budget will be dosed out for live marketing via live streamers and right-wing influencers.
The recruitment blitz will also utilize contemporary software such as geofencing in order to beam ICE advertisements directly to devices in certain areas, such as those near military bases, NASCAR races, college campuses, or gun and trade shows, according to the 30-page document.
The plan is a far cry from ICE’s typical recruitment methods, which have historically depended on recruitment from local police offices and sheriff departments to locate experienced talent with potential to grow at the federal level. Former ICE director Sarah Saldaña, who spearheaded the department during Barack Obama’s presidency, warned Newsmax that ICE’s latest recruitment tactics could invite applicants who bring “a certain aggressiveness that may not be necessary in 85 percent” of the job.
It’s unclear just how much of the $100 million allotment ICE has already spent, but the Department of Homeland Security has awarded nearly $40 million to a couple of marketing firms to support the public affairs office, according to federal awards data reviewed by the Post.
Regardless, ICE still has plenty of dough to play around with: Congress virtually tripled the agency’s budget this summer when they passed Donald Trump’s “One Big Beautiful Bill” Act, jumping its appropriations from roughly $9.6 billion to $30 billion. (Meanwhile, the legislature also took a hatchet to Medicaid, gutting billions of dollars from the critical public health care program.)
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